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LIC Launches 'MyLIC' & 'Super Sales Saathi' Apps to Boost Digital Push

The Department of Financial Services Secretary M. Nagaraju launched LIC's new 'MyLIC' and 'Super Sales Saathi' mobile applications. The 'MyLIC' app allows policyholders to manage their portfolio, pay premiums, and access services digitally. The 'Super Sales Saathi' app provides agents with digital sales kits, performance tracking, and AI-driven engagement tools. LIC CEO R. Doraiswamy stated these apps represent a strategic shift and will influence the company's growth and operational efficiency.

Key Points: LIC Launches MyLIC and Super Sales Saathi Digital Apps

  • MyLIC app for customer policy management
  • Super Sales Saathi for agent sales tools
  • Built on unified DIVE platform
  • Aims to improve scale and efficiency
  • Part of LIC's digital transformation
2 min read

DFS Secretary launches LIC's 'MyLIC', 'Super Sales Saathi' apps

LIC launches MyLIC for policyholders and Super Sales Saathi for agents, marking a major step in its digital transformation on the DIVE platform.

"LIC's digital ecosystem is evolving from a set of service utilities into a strategic distribution and engagement platform. - M. Nagaraju"

New Delhi, April 15

The Finance Ministry's Department of Financial Services Secretary, M. Nagaraju, on Wednesday launched two next-generation mobile applications of Life Insurance Corporation of India -- 'MyLIC' for policyholders and 'Super Sales Saathi' for sales intermediaries -- as part of efforts to accelerate the insurer's digital transformation.

In his remarks on the occasion, Nagaraju described the development as a strategic inflection point in LIC's digital journey.

"LIC's digital ecosystem is evolving from a set of service utilities into a strategic distribution and engagement platform," he said, adding that the apps will be central to delivering scale, service efficiency and competitive parity in the life insurance market.

Both applications have been developed on LIC's DIVE (Digital Innovation and Value Enhancement) platform, which integrates customer service, intermediary tools and internal operations under a unified digital architecture, the corporation said.

'MyLIC' is designed as a lifecycle policy management app, enabling customers to view and manage their insurance portfolio, pay premiums, track policy benefits in real time, and apply for paperless policy loans.

The app also supports online policy revival, e-KYC and direct purchase of new policies without the need for branch visits or physical documentation.

'Super Sales Saathi', on the other hand, is aimed at LIC's network of agents and marketing personnel, providing digital sales kits, real-time policy tracking, automated follow-ups and AI-driven customer engagement tools.

It also features performance dashboards to help intermediaries track targets and achievements, along with integrated communication tools to connect directly with customers.

On the launch, LIC's CEO and MD R. Doraiswamy said the applications represent a shift from support tools to strategic assets.

"These apps scale adoption across customers and intermediaries, and will directly influence LIC's growth, persistency and operational efficiency," he said.

He added that continued investment in AI-driven insights and ecosystem integrations will drive the next phase of digital growth.

The DIVE platform is expected to reduce office dependency and improve operational efficiency across LIC's nationwide network, the corporation added.

- IANS

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Reader Comments

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Priya S
Hope the app is user-friendly for people who are not very tech-savvy. Many LIC customers are from older generations. The features like e-KYC and paperless loans are great, but they must ensure robust customer support is available alongside the digital push.
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Aman W
As someone whose family has several LIC policies, this is welcome news. The ability to pay premiums and track benefits in real-time will save so many trips to the branch. Let's see how smoothly it works in practice. Fingers crossed! 🤞
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Sarah B
The 'Super Sales Saathi' app for agents is a smart move. Empowering the vast network of LIC agents with digital tools and AI can significantly improve customer service and outreach, especially in smaller towns. This could really boost financial inclusion.
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Vikram M
Good initiative, but LIC has a history of slow digital adoption. I hope this 'strategic inflection point' is real and not just another app launch that becomes buggy and unreliable. The DIVE platform needs to be rock-solid to handle millions of users.
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Nisha Z
Finally! I've been waiting for something like this. Managing multiple policies for my family will be so much easier now. Hope they integrate UPI payments seamlessly. Jai Hind to a digital LIC! 💪

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